Are face scans leading to bad science?

An article in The Atlantic about artificial intelligence
and the potential to use facial scans to infer personality traits
and behaviors interviews Mark Frank, professor of communication,
who said there’s just so much more complexity to the
phenomena scientists are measuring, and any connections between
physicality and behavior are likely to be far more subtle —
and far more subject to myriad confounding factors — than
these initial studies suggest. “The computer
scientists’ understanding of behavioral stuff is charming, is
the word I will use,” he said.